Dream Home Multimedia Advertising
By,
Md.Reza Huzainie B. Md.Yussof
Dissertation submitted in partial fulfillment of
the requirements for the
Bachelor of Technology (Hons)
(Information Systems)
University Technology PETRONAS
Bandar Seri Iskandar
31750 Tronoh
Perak Darul Ridzuan
SN V^ \\< ^^as-^S
June, 2004
UNIVERSITI
TEKNOLOGI
PETRONAS
Certification of FYP Final Draft Submission
Herewith I, Md. Reza Huzainie B. Md. Yussof, ID: 566, certify that I am responsible forthe work submitted in this project, and I have done all the modifications according to mysupervisor's advice.
Thank you.
Submit by Student Verify by SupervisorSignature
Name Md. Reza Huzainie B. Md.YussofStudent ID 566
Date 15th April 2004
Approved by,
CERTIFICATION OF APPROVAL
Dream Home Multimedia Advertising
by
Md. Reza Huzainie B.Md. Yussof
A Final Report submitted to the
Information System Programme
Universiti Teknologi PETRONAS
in partial fulfillments of the requirements for the
BACHELOR OF TECHNOLOGY (Hons)
(INFORMATION SYSTEM)
UNIVERSITI TEKNOLOGI PETRONAS
TRONOH, PERAK
May 2003
CERTIFICATION OF ORIGINALITY
This is to certify that I am responsible for the work submitted in this project, that the
original work is my own except as specified in the references and acknowledgements,
and that the original work contained herein have not been undertaken or done by
unspecified sources or persons.
MD. REZA HUZAINIE B. MD.YUSSOF
ABSTRACT
Currently, means of presenting the selling house are by on site visits. After the emergence
of the computer graphics, software technologies, Internet, and interactive multimedia
tools, many developer companies have ventured in the e-business to show to the
consumers the line of house, which they are selling. The objective of this project is to
develop a prototype as the basis of inviting the audience to interactively participate in the
choosing their desired house by working with a virtual interior view of each segments of
the house, 360 degree image of each rooms in the house, the interactive location map of
the house, considering the price range and the type of the house. The scope of study of
this project will be focused on the customer's identifications on choosing the selling
house, multimedia interactive advertising application, in which the product should meet
the human-computer interaction, in this case, customers-application friendliness. In this
project, System Development Life Cycle (SDLC) Methodology is used since it covers all
the phase in developing the interactive advertising application, including the testing
phase, which customers will use the testing application in order to measure the user
friendliness of the application. The "score" or the findings of the project are determined
from the customers' satisfaction and understanding during using the testing or prototype
of the application. Most of the user satisfied with the application due to the reasons that
they do not have to go to the advertised house's location, the application itself have
already help them in decision making, and the application includes all the data that
customers might need to know.
ACKNOWLEDGEMENTS
This project could not have been completed without the helpful suggestion made bymany people during the period this project been conducted. I would like to thank my
project supervisor, Puan Wan Fatimah, who has always been there since the beginning of
this project. Her guide has been ofmuch help to me in undergoing my research. I would
also like to thank all the properties developers from:
• Rapat Setia Sdn. Bhd. (Taman Batu Gajah Perdana)
• Kemajuan Emax Sdn. Bhd. (Venice OfPerak)
• Antap Enterprise Sdn. Bhd. (Taman Kledang Emas)
who had helped a lot while conducting the user testing for this application and giving
information and co-operation while doing the project until itscompletion.
Thanks are also extended to my fellow colleagues, who have helped and worked with me
during the period of the project. Lastly, I would like to forward many thanks to anyone
that has been involved in accomplishing this project.
TABLE OF CONTENTS
No, Contents Page
1. Abstract i
2. Acknowledgement m
3. Table of Contents • iv
4. List of Figures V1
5. List of Tables v
6. Chapter 1: Introduction 1
1.1 Background of Study
1.2 Problem Statement
1.2.1 Problem Identification
1.2.2 Significance of the Project
1.3 Objective and Scope of Study
1.3.1 Relevancy of the Project
1.3.2 Feasibility of the Projectwithin the Scopeand Time Frame
7. Chapter 2: Literature Review and Theory 15
8. Chapter 3: Methodology/Project work 22
3.1 Procedure Identification
3.2 Tools Required
9. Chapter 4: Results & Discussion 38
4.1 Findings
4.2 Discussion
10. Chapter5: Conclusion & Recommendation 54
11. References 56
in
List of Figures:
1 Figure 4.1: Use Case Diagram of Dream Home Multimedia Advertising
IV
List of Tables:
1. Table 2.1: Level Of Likeability Within The Understanding In Advertising
2. Table 2.2: Brand Recall
3. Table 2.3: Positive Purchase Intent
4. Table 3.1: System Development Life Cycle
5. Table 3.2: Presence and Interactive Advertising
6. Table 4.1: Is this multimedia application easy to be used?
7. Table 4.2: Do you find the browser categories helps in finding your dream house?
8. Table 4.3: Do you understand the function of each button?
9. Table 4.4: Can you read all the words or sentences clearly?
10. Table 4.5: How do you find the colors being used?
11. Table 4.6: Do you think the music used is suitable?
12. Table 4.7: Do you satisfy with the house information?
13. Table 4.8: Do you think this multimedia application helps in your decision making
process?
CHAPTER 1
INTRODUCTION
The research project will basically help the house developer to advertise their selling
properties. The application product will consists all of important interactive
multimedia elements being discussed more in next progress report, which will
perform interactive graphics such as 3-D visualization effects, transformation,
movements, audio effects and animations.
The main part of this project while developing this interactive multimedia product is
the study on Human-Computer Interaction. Since the product is mainly produce for
the user to interact with it, this project will cover the components of HCI in
developing the product, HCI Design Process Methodology will be used, interaction
device proposed (input and output) and the most important things, the interaction
frameworks, ergonomics of the products, direct manipulation from the users to the
products, and users interaction styles.
The past decade has witnessed the development of information and communication
technologies that enable easy and rapid interaction between customer and advertiser.
As a result, advertisers are increasingly relying on various modes of interactive
technology to advertise and promote their products and services. A new genre of
advertising and marketing communications agencies has emerged, the interactive
agency, even as more traditional advertising agencies have embraced interactive
technologies. Expenditures for online advertising, only one form of interactive
communication, doubled from 1998 to 1999 and are expected to reach $ 21 billion by
2004. Although this will still be less than 10% of all advertising expenditures, there is
reason to believe that this estimate underestimates the amount of advertising that is in
reality interactive.
Although the Internet is widely heralded as a new medium for interactive
communications, consumers have already begun to provide evidence that they have
integrated the Internet experience into their broader media use. Almost half of all
personal computers are in the same room as the television set, and simultaneous
viewing of television and access to the Internet are common. Such consumer directed
1
integration of television and the Internet is but one example of interactivity involving
the integration of media by consumers. Combinations of older media, such as
traditional print and broadcast advertising with the telephone (especially, but not
exclusively 800telephonenumbers) have long provided a degree of interactivity.
At the most general level, feedback via sales reflects interactivity. Interactivity is,
therefore, a characteristic of the consumer, not a characteristic of the medium;
consumers can choose to respond or not. Thus, in this sense interactivity is not really
new. What is new, are the speed, scope, and scale of interactivity that is provided by
new information and communication technologies. The Internet is a new technology
that makes some things simpler, cheaper and easier. It is a new way to communicate
with consumers, for consumers to communicate with one another, and a new way to
sell products and services to consumers, but it joins other media and distribution
channels as vehicles for these tasks. It does have some features, such as hyperlinks,
that are different from those found in other media, but other media also have unique
characteristics. The increasing technological integration of telephones and television
with the Internet also suggests that interactive media, and hence, interactive
advertising, are not unique to the Internet.
1.1 Background of Study
As a practical solution we have to revise the old-fashioned advertising practices on
buying properties or dream house to encourage, motivate, and attract potential
customers despite of their physical, geographical, and economical handicaps to the
developers' offices to get more understanding on the house, segments inside the
house, as well as the location of the house. This suggests distance as well as
interactive advertising and a buying process platform that motivates interactivity,
hands-on virtual experienced, and flexibility of decision making effectively.
By placing the multimedia development within the decision-making context of such
an important advertising subject as the buying a new house, the focus was intended
to be on what the audience wanted, their needs. While the interactive multimedia
application was clearly the means to deliver the knowledge (advertisement), the
content and structure of the advertising are developed with an audience that was
intensely interested in the buying matter.
New communication technologies are creating new challenges for the advertising
industry. While digital and high definition television, e-mail, the World Wide Web,
and other new technologies represent new possibilities for advertisers, there is little
information available regarding how to take advantage of them. There are indications
that applying traditional models, designed for media that provide users with a passive,
impersonal experience, will be unsuccessful for the new interactive digital media. A
growing body of research and theory on the concept of presence may provide a
valuable framework for advertisers as they try to adapt to the changing media
environment. This paper considers some of the ways advertising is evolving to
incorporate interactive media and how work on presence can guide that evolution.
Although interactive advertising is not new, its scale, scope and immediacy has
increased substantially with the diffusion of new technologies such as the Internet.
The growth of interactive advertising highlights the role of the consumer in the
determining the effects and effectiveness of advertising, while challenging traditional
assumptions about how advertising works. The active role of the consumer in
determining the effects of advertising has important implications for how the effects
and effectiveness of advertising are measured and how various measures are
interpreted. The present paper offers a discussion of these issues and compares and
contrasts traditional notions regarding the measurement of advertising effects with
notions that recognize the active role of the consumer in interacting with advertising
and the advertiser. Implications for future research are discussed.
1.2 Problem Statement
Dream Home Multimedia Advertising was selected as the subject matter of the
interactive multimedia-advertising module because it might provide a customer that
would want to buy a house, which is really important for daily activities. Through a
exploration of the interactive advertising, customers can come to realize that: the
importance of understanding the house and their segments inside the house, and
location where it is developed.
Nowadays, customers needto do the sitevisit in order to see the particular house that
they are interestedto buy. Some of the customers do not have much time due to their
busy working hour, and some of the customers live far away from the advertised
properties' location.
There seems to be a great willingness on the part of company to provide distance-
advertising opportunities. They see it, as going after a market that typically does not
come through their doors: customers who live far away, or are disabled, or are
employed full-time, etc. Moreover, with the coming of age of the baby boomers'
offspring, properties developers' enrollments are about to explode and many
developers lack the physical space to house more offices.
Much of the multimedia in advertising debate is played out in the economic arena:
state legislatures, governors, company trustees are focusing on how they can get the
biggest benefits bang for the buck. They also need to think about that other properties
down the road or indeed around the world offering interactive promotions and how
these advertising might lure their own customers away. Advertising without
buildings, heat, utilities, etc. can make a lot of economic sense, both to prospective
customers and to the developers that promote them. This kind of thinking is driving
properties' developers agendas and the bottom line can come down to "Embrace
multimedia advertising technologies," or face eminent downsizing or even closing.
This study was designed to link interactive multimedia advertising development with
the social context of buying process, by direct engagement with the intended
audience. Whereas cognitive decision-making measures knowledge of the house
gained, the engagement describes the ongoing interaction between the customers and
varying perspectives on the Dream Home Multimedia Advertising. By providing
interactive multimedia elements such as animation, 3-D performance, audio, and
visual-aid production, this project developed as a "user friendly" interactive
advertising product.
1.2.1 Problem Identification
The main problem anticipated for this project is obviously to create the
multimedia-advertising module that look realistic. This is to help the
application looks and feel more real from the understanding perspective.
Another concern is the presentation of the house virtual images, plan of the
house, and the mapping of the development location. There are several
concerns such as loading of the module, software capabilities, user-
friendliness, and therefore, it is crucial to use the best software and plug-ins
that is readily available to the common users to achieve my project research
objective, which is on Human-Computer Interaction.
Although there are many potential measures of advertising effects and
effectiveness, there are unique problems associated with measuring
advertising effects in an interactive setting. Some of these problems are
similar to problems associated with measuring the effectiveness of more
traditional advertising, but the reciprocal influence of consumer on marketer
and marketer on consumer makes it far more difficult to identify primary
causes and effects. There are some especially vexing issues associated with
measurement in an interactive context, but research on these issues could be
especially useful.
Interactive Advertising Does Not Work Alone: Advertising is only a part of a
total marketing effort. A product that is poorly positioned, overpriced,
inadequately distributed, badly packaged, or inferior to competition may
suffer sales declines even though the advertising itself is well-conceived and
professionally executed. The specific contribution of advertising to sales has
always been difficult to ascertain. Interactive advertising may well make the
determination of precisely what marketing actions produced a particular
outcome even more difficult to do. The influence of any particular advertising
message may be less important than the cumulative reciprocal
communication between advertiser and consumer. Recently, several scholars
have argued that the increasing availability of information, and the
sophistication of the technology for obtaining, processing and analyzing this
information, are blurring the boundaries of the several elements of the
marketing mix.
There have also been calls for changes in the organization of both the
marketing function and the firm itself to accommodate this blurring of
traditional functional lines within marketing and between marketing and other
functional disciplines within and external to the firm. This blurring of
boundaries has been partially recognized by calls for "integrated
communications," but the blurring extends beyond communication activities.
Distribution and communication are becoming inextricably linked, and
decisions about the one are increasingly difficult to make in isolation from
the other. Indeed, it may be difficultto differentiate some marketingactivities
as clearly serving an advertising or distribution function. Similarly, where
interactive advertising is used to better design products, it will be impossible
to separate the effectsof communication from product design.
Models of consumer response that focus only on the effects of advertising, or
that attempt to separate advertising effects from othereffects of the marketing
mix are likely to be less than helpful or even misleading. Rather than measure
the effectiveness of interactive advertising, it may be more useful to measure
the effects of integrated marketing programs. Similarly, other consumers and
other sources of information may play a role as great or greater than
interactive advertising. Discovering consumers' use of these sources and how
they integrate such information into decision-making will be a challenging
research question.
The Sales Response Curve Does Not Typically Parallel Response to Other
Measures of Advertising Effects: Often, sales build slowly at first in response
to advertising and then accelerate. Thus, there is often a lag between the
appearance of advertising and the sales response generated by that
advertising. The length of the lag itself may be variable depending on both
the product type and the advertising appeal employed. A lag between
advertising and sales response is expected with all products, but it may be
particularly acute for those items that are infrequently purchased. Likewise,
interactive advertising may be very effective, but it may not produce sales
until the consumer is in the market for the advertised product. Consumers
who are not currently in the market for a given product are also less likely to
respond to interactive advertising. Customer trust, satisfaction, improved
decision making and other measures may not translate directly into sales, yet
may be particularly important in understanding why consumers do or do not
choose to interact in an advertising context.
Advertising is Frequently Subject to Threshold Effects: The response to a
marketing program may often be the result of the cumulative effects of an
entire campaign rather than a response to a single advertisement or
promotion. A $1,000,000 campaign may have no apparent measurable effect,
whereas an expenditure of $2,000,000 for the same product may break
through the consumers' barrier of awareness and pay for itself many times
over. Interactive advertising requires that consumers not only pay attention,
but also respond. There are likely to be even greater threshold effects in such
cases. These threshold effects are often associated with the need to overcome
competitors' advertising and promotion and capture the attention of
consumers. Thus, it is likely that measures of advertising effectiveness for
interactive advertising will need to focus even more on competitors'
advertising and other marketing actions than has been the case for traditional
advertising.
Use of Multiple Media and Consumers' Integration Across Media Make It
Difficult - If not Impossible - To Associate Changes in In-market Sales or
Brand Share with a Specific Medium: Sales response and changes in any of
the many other measures of advertising effectiveness may result from a
combination of media, or it may be possible that one medium affected the
majority of the observed response, while others contributed relatively little.
While it is possible to isolate the effect due to a given medium by using only
that medium, this is not practical for many advertisers. It is simply not
possible to research outcomes associated with each individual medium that
may be used in a large campaign. Interactive advertising is likely to occur in
contexts that also employ more traditional media. For example, a television
commercial may direct consumers to a particular Web site or (800) telephone
number. The observed response is likely to be the result of both types of
advertising-the one may not work without the other. In addition, there may be
7
interaction effects of media, say between television and Web based
advertising, or between newspapers. Such interaction effects are, by
definition, the result of combinations of media. They cannot be attributed in
part or as a whole to any on medium. One can only measure the outcome(s)
associated with the whole.
Finally, Competitive Activity and Other Marketing Variables May Obscure
the Relationship Between Marketing Activities and Sales: Thus, Sales DoNot
Always Reflect the Effectiveness of Marketing Actions. Efforts to evaluate
advertising and promotion in natural market situations are fraught with
difficulties. In-market sales are the result of a complex set of events over
which the marketer has little control. This is no different for the case of
interactive advertising. Competitors may raise or lower price, increase or
decrease expenditures on advertising, or introduce a new product. Retailers
may feature products via traditional advertising, via their own interactive
advertising or in-store. All of these factors will affect sales and make it
difficult, if not impossible, to tease out the effects of specific advertising.
Marketers are often interested in the cumulative effects of an entire campaign
(Stewart 1999). Campaigns may be defined in terms of multiple advertising
executions or combinations of advertising, promotion, and other marketing
programs. Just as individual ads should be created with specific objectives in
mind, so too should campaigns. Campaigns may have more than one
objective, however.
1.2.2 Significance of the Project
The primary significance of this project was in creating advertising materials
about the selling house. The development process was an essential part of this
project, but ultimately the creation of selling house-advertising materials
about this subject supersedes technological considerations.
The significance of the project was also in the exploration of interactive
multimedia within a variety of social contexts, including a theatrical
production setting. Many efforts at interactive multimedia rely on a
graphically pleasing appeal and an intricate matrix of indexing, resulting in
the audience's need for extensive instruction on how to use the advertising
module. This project focused on the content development about the decision
making process by interacting with the customers first.
1.3 Objectives and Scope of Study
The objective of this project is to develop a prototype as the basis of inviting the
audience to interactively participate in the choosing their desired house by working
with a virtual interior view of each segments of the house, 360 degree image of each
rooms in the house, the interactive location map of the house, considering the price
range and the type of the house.
There is a lot about this digital medium that is unique and a lot that is not. One of the
most important similarities is that, like in every other media, advertisers are being
asked to pick up the tab for the content consumed by consumers. As of today,
advertisers are not participating enough for the vast majority of the 7000 or so Web
sites whose business models depend on advertising to make a profit.
Realizing this, it is important to peel back the layers of the onion so that can
understand how the Interactive Multimedia is similar to other media and how it is
fundamentally different. Only then can it unlock the incredible opportunities the
multimedia technologies opens for advertisers.
The Interactive Multimedia, user can look at what they want, at their own speed and
at their own convenience. But it is much more visually interesting and has, even in
today's bandwidth constrained world, the rudimentary elements of multimedia. That
is good for advertisers.
Secondly, it is an interactive media in which the user can participate in shaping his or
her experience and in which advertising can present the opportunity for a two-way
dialogue. That is really good for advertisers.
Finally, because of the interactive nature of the media, the consumer can make his or
her point of view known loudly and quickly. That, too, is good for advertisers,
provided they can put the feedback in proper context.
Traditionally advertising has been defined as "a form of controlled communication
that attempts to persuade consumers, through use of a variety of strategies and
appeals, to buy or use a particular product or service" and relatedly, "paid
nonpersonal communication from an identified sponsor using mass media to persuade
or influence an audience". But it is becoming abundantly clear that although the
central goal of advertising is still the same - to persuade consumers to purchase a
product or service - the media environment into which advertising is placed is
changing, and as a result of this trend, the nature of advertising is changing as well.
Many new channels of mass communication were developed during the latter part of
the 20 century, exposing the public to an ever-increasing number of mediated
messages. Every day, citizens are faced with hundreds of advertising appeals
delivered via television, magazines, newspapers, billboards, direct mail solicitation, e-
mail spam, World Wide Web banners and pop-up boxes, and more. As a result of
exposure to these messages, some argue that consumers have developed a more
sophisticated understanding of the mass media and of advertising. All of this creates a
greater challenge for advertisers, and all media producers, to attract attention,
especially thoughtful attention, to their messages.
In responding to this challenge much advertising has become more colorful, more
vibrant, bigger, faster-paced, louder, and more obnoxious (in fact it is the "quiet" ad
which stands out from the others because it is so rare). Although this trend has been
associated with television advertising, the same thing seems to be happening on the
World Wide Web. While the "aggressive, more is better" approach may succeed in
the short run, it is likely to fail in the long term as consumers habituate to the new
style and learn to ignore even the most aggressive messages. A more promising
approach takes advantage of new technological possibilities to provide a new kind of
advertising experience, a customized and personalized one. This goes beyond
designing the content of messages to target specific demographic and psychographic
groups. The notions of personalization and control, mentioned in the definitions of
advertising above, are central to this new trend. The Internet and other interactive
10
technologies make it possible to create ads that are not only more targeted, but more
personal, in which advertising is an experience in which the consumer participates
and is engaged. Thus, the model ofadvertising as communication that is nonpersonal
and controlled exclusively by the sponsor seems to be evolving into one in which
advertising is personal and interactive.
Interactive advertising gives consumers more control by giving them a range of
choices in their experience with product information. And it produces a sense that the
communication is more personal than traditional media ads because it creates or
simulates a one-on-one interaction. Johnson (2000) characterizes the future of
consumer marketing this way: "Consumers, in receiving marketing messages ordoing
e-business, will expect to betreated as individuals, with their preferences catered to.
This interactive advertising module was designed for properties' developers and as
well as for the customers that interested in buying a house. The target audiences
were:
• Male and female;
• Of varying ethnic backgrounds;
• Consumers that interested in buying a house
• Challenged by the motivation to learn how to use the newly-style of
advertisement, due to attracted with the interactive multimedia itself; and
• Developers personnel, such as CEOs, project managers, sales person etc.
1.3.1 Relevancy of the Project
The scope of this project, based on the Gantt Chart (refer to Appendix 1)
mainly covers research and of solution to the problems incorporating of
findings into the prototype, multimedia authoring as well as application of
relevant HCI principles and techniques. A multimedia prototype will be
produced as an output of this project.
Research done from various organizations has shown that people's decision
making styles differ; most people especially old customers absorb and retain
visual material more readily than other kinds, but the world is full of ear-
11
learners and those who thinking by physical practice. The average decision
making retains about 20% of what is heard, 40% of what is seen and heard,
and 75% of what is seen, heard, and done. A traditional advertising mainly
offers seeing and hearing; print- or video-based distance study does the same,
which is passive advertising techniques; but interactive computer advertising
offer all three modes of learning. As Edward I. Vockell noted in an article on
instructional principles, "One of the major strengths of the computer is that it
can present the same information in many different ways." The advantages of
interactive computer advertising are flexibility, lower cost, and active
information gathering. Interactive advertising are particularly effective in
fields such as properties sales, engineering promotion, science module,
architecture, and archaeology, where hands-on manipulation of elements in a
design or research project can be simulated on a computer.
Cutler(1990) defines the new interactive media as media that provide the
opportunity to instantaneously advertise, execute a sale, and collect payment.
With the advent of the Internet and other technologies, the interaction between
and among consumers and marketers is becoming increasingly more
pronounced. Consumers can collect and provide information by searching and
navigating through commercial Web sites, they can post and customize their
preferences, and they can communicate with other consumers as well as
product and service providers. Similarly, marketers can use information
obtained from consumers to customize their advertisement messages, to
segment their audiences, to facilitate consumer search for selected types of
information and products, and to collect information about consumers'
preferences to improve future products and services. Moreover, marketers can
potentially provide consumers with a more enjoyable experience by offering
such services as information, entertainment, customer service and technical
support through e-mail, Web sites, live operators, and soon via video
conferencing.
Use of interactive advertising through new media such as the Internet, also
draws attention to the contrast between traditional assumptions about
advertising and its effects and the realities of communication in the market
12
place. Traditional approaches to advertising practice and research implicitly
assume that advertising is something the firm does to the consumer.
Interactive advertising makes it clear that this is a very limited view of
advertising and highlights the need to understand what consumers do to
advertising. The reasons consumers seek information, self-select information
for attention, process and use information, and respond to information are
critical for understanding the effects of advertising and for designing measures
ofadvertising effectiveness in an interactive context. Self-selection ofboth the
sources from which information may be obtained, and the way this
information is processed, is an increasingly important determinant of
consumer behavior. Market information systems that fail to consider the
impact of customer control of information will, at best, be incomplete, and
potentially misleading.
The productivity and contribution ofadvertising research during the past forty
years is impressive. It has revealed much about human behavior and the
influence of communication. Nevertheless, much of the research during the
past fifty years has been conducted from the perspective that advertising acts
on consumers to produce responses (or not). This perspective served the
profession well when markets were growing, media outlets were few, and the
opportunities for consumers to respond to advertising were limited. This is
clearly no longer the case, at least in the major industrialized nations. Rather,
markets for many products are now mature and exhibit little growth. There
has been a proliferation of media outlets, which, in turn, has reduced
consumers' attention to any one of these outlets. Increasingly customers have
the opportunity to respond directly and immediately to advertising or to ignore
it or block it out altogether. This means that the context in which advertising
is used has fundamentally changed. In large measure, it is now the consumer
who does something to or with advertising, not vice versa. In the future,
measures of advertising effects and effectiveness will need to explicitly
recognize the more active role of the consumer in the communications
process.
13
The interactive multimedia-advertising topic, Dream House in the other
hands can be used to provide a clear representation of business promotion.
The technique starts with an overall picture of the house being sold and
continues by analyzing each of the areas inside respective house. The
technique exploits a method called top-down expansion to conduct the
decision making in a targeted way. The result of the product is a satisfaction
of a consumers that using the system in buyingtheir dream home.
1.3.2 Feasibility of the Project within the Scope and Time Frame
This project requires a complete advertising material and decision-making
factors in the interactive manner to illustrate the effects and method of
creating a very real human-computer interaction environment. As it is
intended, the project will present a interactive advertising module of the
process in buying a dream house. However, due to time constraint, which is
less than 3 months, the aim is to generate only major interactive advertising
application without the artificial intelligence (exercise with auto-reaction)
added. The feasibility survey of the interactive learning module will be done
during the earlier stage of the development.
14
CHAPTER 2
LITERATURE REVIEW
Technology is important to the human when dealing far away from each other. It has
become a part of or life whereby information is central of learning process especially
for customers in each society and organizations. Without vast information, they
would be left behind of their decision-making skills.
Customers can select a "reservation less" feature for meeting on demand, an
executive feature to meet the special needs of high-profile meetings like press
conferences and investor relations calls, or Web meeting capabilities for online
document and desktop sharing.
The University of Maryland at College Park has developed an interactive program on
Far Eastern culture and geography called "Hyperties"; the Graduate School of the
U.S. Department of Agriculture offers four courses to teach teachers how to use
multimedia. The University of Texas at Austin has been active in developing
interactive courseware: individual lessons in "American Civilization" and a complete
geography course ("The Geographer's Craft") are currently underway. Tulane
University is developing a CD-ROM course on the Civil War called "Fort Sumter"
and an archaeology course called "Pompeii." In addition, A number of interactive
history and archaeology courses are commercially available from such publishers as
D.C. Heath, Voyager Company of New York, and Scientific American, but we are
unaware of any commercially produced engineering courses in the area of computer
organization/architecture.
An interactive computer-based application offers many attractive advantages such as:
• Reduced decision making time: Over the past 15 years, many studies have been
published that show that interactive courses reduce understanding time requirements
by fully 50%. Self-pacing or individualized instruction, which allows customers to
fast-forward through areas they have already mastered and spend more time on their
15
desired spots, probably accounts for most of this, but another factor is immediate
reinforcement and review.
• Lower cost: The design of interactive computer advertisement (that is, the front-end
investment) is much higher than the cost of designing a print-based course, but
replication and delivery of the course is much lower. This, in turn, means that
corporations or government institutions that pay for their advertising find interactive
advertisement more cost-effective than print-based or video-based courses.
• Consistent promotion objective quality: Different sessions of the very same
advertisement will be presented the same to the audience.
• Self-pacing, Privacy, and flexibility: This is particularly important to adult
customers. Interactive computer advertising makes the developers' offices more
accessible to each individual buyer and brings the developer's office to the
workplaces and privacy of the homes. Privacy reassures those who have been out of
the offices for many years and feel awkward about asking "stupid questions" in front
of others. Time flexibility is essential to adults with full-time jobs and/or families.
• Better retention and more active experienced than in the site visit: Improved test
scores have ranged from 25% higher in a study of Spectrum Interactive/National
Education Corporation to a staggering 300% higher in a remedial high school class in
Bethel Park, PA. One contributing factor is that teachers can monitor and
communicate with many more students at a time than they can in the traditional
classroom, especially using the network systems. Another is that interactive learning
requires frequent and regular input from the student; it is impossible for students to
doze through lectures, buy other students' notes, and cram for exams at the last
minute — all of which are inefficient learning strategies.
• Lack of expertise: Interactive computer based advertising will help to solve the
budgetary issues and lack of expertise in promotion field. Specially, small
organizations could incorporate and advertise their selling properties as part of their
curriculum through the network. All of these factors lead to increased motivation and
"investment" in business.
16
• Increased access to advertising: Advertising can be delivered anywhere and
anytime by satellite, video, computer, e-mail, or print. It offers anyone a chance to
use a application, whether there is a nearby the properties' location or not. Places as
disparate as prisons, Navy submarines, and oil-company stations in the Saudi
Arabian desert are full of distance learners pursuing Bachelor's and even Master's
degrees. The disabled and people who are geographically tied to their jobs benefit
especially from computer courses.
"With the technology available, it's expected more so than 10 or 20 years ago, that
employees make every effort they can to be productive during the work week," even
during a snowstorm, said Jen Jorgensen, spokeswoman for the Society for Human
Resource Management in Alexandria, Va. "The boundaries of what work is and
where work is have changed quite dramatically."
In today's media buying climate, there is little information to help buyers understand
how best to allocate their media dollars across television and Internet buys. Data on
how each media's advertising units compare on key measures of brand recall,
communication and purchase/usage/consideration has been unavailable if not
extremely limited.
Comparison of other method in advertising to Interactive Multimedia advertising has
been a somewhatcomplicated research issue for multiple reasons.
First, the methodologies themselves have to be consistent so that comparisons canbe
validly made across equivalent measures collected in the same methodological
fashion. Without this rigor, comparisons suffer due to the need to make
"adjustments" across data sets for the varying methodologies employed or the
manner in which the questions are asked.
Second, the ads themselves need to be for the same brand with the same strategy and
the same if not extremely similar creative executions.
While this rigor may have been brought to some tests, these results have not been
made public. For this reason, some company endeavored to initiate a study, which
would compare these two specific media across consistent traditional metrics in order
17
to best understand how communication units on each can complement each other.
Specifically, they wanted to learn which metrics each media, might better address,
and therefore have greater insight as to how to best buy against those objectives.
Based on these data, it canbe concluded that Interactive Multimedia Advertising can
accomplish many, if not all, that a other method in advertising can deliver across
traditional metrics of brand recall, communication and persuasion to purchase, usage
and/or consideration. The main reason for this appears to be centered in the
multimedia advertisings unit similarities to othermethod in advertising.
Multimedia advertising are liked equally as well as the other method in advertising
spots intwo ofthe three test cases. Multimedia advertising are capable of generating
thesame level of likeability within the understanding thatcopy makes a difference.
Table 2.1: Level of Likeability within the Understanding in Advertising
43H>
3*%
Multimedia A Multimedia B
AD LIKEABILITY
TOP 3 BOX
ifiW
32%
Multimedia C Others A
36%
Others B Others C
It is even more important to note that likeability can be similar given that other
method in advertising is simply liked well than Internet advertising. There is nearly a
2-to-l ratio of other method in advertising likeability over Interactive Multimedia
advertising, in general.
Finally, the multimedia advertising to be more likes other method in advertising and
less like web advertising. This similarity to other method in advertising helps to
explain why onan individual ad basis, two were rated the same as television in terms
of likeability even when television advertising has an advantage in general.
Table 2.2: Brand Recall
62%
27%
The ad was other The ad remindedme of ads The ad looked like other ads Imethod-like I had seen on other method have seen on the multimedia ads
The other method in advertising has a very slight advantage in terms of branding
relative to the multimediaadvertising tested. In one of the test cases, other method of
advertising has a clear advantage. However, in the other two cases, there is no
difference between the two ad units. These data suggest that it is possible to brand as
well on the Internet using a the multimedia advertising as it is on television, but other
method in advertising does have a moderate advantage as a medium based on these
test cases.
The brand was clearly communicated and others would know it by seeing the
advertisement. In both the multimedia advertising and the other method in
advertising, the numbers again, werevery similar for all three brands.
19
These data shows the level of intent to purchase, interest in using/driving/drinking
and consideration intent in general and also based on seeing the advertisement.
Basically, both the multimedia advertising and other method in advertising units
generated very comparable levels on each of these measures including "based on
seeing this ad".
Table 2.3: Positive Purchase Intent
0% 5%
-i " 1 r
10% 15% 20%
• Multimedia Advertisement
Other Advertisement Method
Finally, there is the matter of the appropriate criterion for decision-making regarding
interactive advertising. Evaluation of advertising requires a criterion for success. This
criterion needs to be specific, measurable (read quantitative), and bounded by time. It
is also important that the criterion be reasonable in lightof the current situation in the
marketplace. A common mistake in assessing the effectiveness of advertising is to
assume that advertising should always produce more of something. Thus, the criterion
for success becomes higher levels of awareness, greater levels of trust or increased
sales volume. Yet, it takes only little thought to see the error in this perspective. If
one hundred percent of consumers are aware of a product, awareness cannot increase
further. If every customer who might use a product does, in fact, buy it, and buys it
for every conceivable use, there is no opportunity for an increase in sales short of
finding new markets or new uses for the product.
20
There are certainly upper bounds on the amount of time a given consumer is willing
to spend interacting with a marketer. While these may appear to be extreme
circumstances, they are not so unusual as they may seem. For many mature products
awareness is very high and consumers are often quite loyal to one brand or set of
brands. In these circumstances the role of advertising may be the prevention of losses
of sales by reminding consumers of the product and reinforcing loyalty. Andrew
Ehrenberg (1983, 1988), a leading British marketing scholar has long argued that the
primary role of advertising for mature products is defensive, that is, its purpose is to
hold on to current customers. This may well be the role of interactive advertising as
well. In mature markets, maintaining interaction (at a given level) with consumers
may be the appropriate criterion for assessing the effectiveness of advertising. In
cases where advertising is primarily defensive, the evaluation of effectiveness must
take a different form. No change in measures of awareness, attitudes, interaction or
sales may indicate success.
Obviously, if these measures decline, there is a problem. But if they stay the same, it
may not mean that marketing efforts have failed since there is no information about
what might have happened had there been no advertising. Indeed, in these situations,
which are numerous, the only way to assess the effect of advertising or promotion is
to stop, then evaluate what happens. Advertising for any given brand does not occur
in isolation. Rather, it most often occurs in the context of advertising and promotion
for competing brands. Most measures of effectiveness tend to ignore this fact,
however. The only exception is choice, where the decision to buy one brand means
that other brands are not purchased. Measures of awareness, comprehension, and
attitude are often obtained for a given brand of interest but not compared to similar
measures for competitors. Yet, the absolute value that a brand obtains on an attitude
scale is really less important than the fact that attitude toward the brand is higher than
for competitors. This notion of relative measurement may seem trivial, but a number
of researchers have suggested that relative measures may be more sensitive than
absolute measures. This appears to be true of a wide range of measures. For example,
one study found that measures of recall appeared to be unaffected by advertising
when recall was measured for only the advertised brand. However, when the recall
for the advertised brand was compared to recall for competitive brands, the
advertising had a decidedly strong effect.
21
CHAPTER 3
METHODOLOGY/PROJECT WORK
Reliance on tried and tested systems and a formal methodology of development is
one of the critical factors that assure project success. These systems ensure that
development proceeds on a planned path and deviations from standards are addressed
before they can seriously impact project time, cost or resources.
Having said this, various systems for software development and have sufficient
maturity and experience to modify orselect the most appropriate system for ensuring
success for the projects at the initial stage itself.
This project intended to remedy questions ofsearching, organizing, and manipulating
information by interacting with the customers at each phase of production. Enabling
the audience to determine its own path, or direct engagement with the material,
required the extensive study of live performance, drama theory, and narrative
development. This approach moved the project beyond the reliance on computers to
a customers-driven development. For the field of multimedia, it brought a challenge
to remember the human component, the imagination of the customers that compelled
the discovery of so difficult a decision making through experienced about the buying
their dream house.
3.1 Procedure Identification:
The process from problem identification phase or user requirements phase until the
implementation phase in developing the interactive multimedia advertising module
involve a number of distinct stages. These stages are referred to as system
development lifecycle (SDLC). The SDLC consists of seven main phases during
which defined IT work products are created or modified. I have adopted the
methodology was adopted during the development of this project because it provides
systematic and orderly approach in solving system problem. The major phases of the
project can be seen in Table 3.1.
22
Table 3.1: SystemDevelopment Life Cycle
Project selection
• „ Analysis &Requirements definitionFeasibility study ||
tSystem &Software design W Documentation
& Unit testing
—vSystem testingesting j
Operation & maintenance
Planning PhaseAnd Feasibility Study
The concept is further developed to describe how the application will operate once
the approved system is implemented, and to assess how the application will impact
the student understanding. To ensure the learning module provide the required
capability within the time frame, project resources, activities, schedules, tools, and
reviews are defined.
Requirements Analysis Phase
Functional user requirements (customers) are formally defined and delineate the
requirements in terms of data, application performance, learning module syllabus,
and human-computer interaction aspects for the system. All requirements are defined
to a level ofdetail sufficient for application design to proceed. All requirements need
to be measurable and testable and relate to the students need (or in my case, my
supervisor's needs) oropportunity identified inthe Initiation Phase.
Design Phase
During this phase, the physical characteristics of the application are designed. The
operating environment is established, major subsystems and their inputs and outputs
are defined, and processes are allocated to resources. Everything requiring user input
or approval must be documented and reviewed by the user. The physical
characteristics of the system are specified and a detailed design is prepared.
Subsystems identified during design are used to create a detailed structure of theinteractive learning module. Each subsystem is partitioned into one or more design
units or modules.
23
DevelopmentAnd DocumentingPhase
The detailed specifications produced during the design phase are translated into
hardware, communications, and executable application in this stage. Application
shall be unit tested, integrated, and retested in a systematic manner. Hardware is
assembled and tested.
Integration and Testing Phase
Testing is done before the product is made live. Every element and link on every
screen is checked thoroughly in each target browser or platform. In practice, we test
the product at every stage ofdevelopment on an ongoing basis - so bugs are tracked
and removed as they are found. The application was tasted by the customers that
decided to buy a house during this phase. Most of the user satisfied with the
application due to the reasons that they do not have to go to the advertised house's
location, the application itself have already help them in decision making, and the
application includes all the data that customers might need to know. The various
components of the interactive multimedia-learning module are integrated and
systematically tested. The user (customers) tests the system to ensure that the
functional requirements, as defined in the functional requirements document, are
satisfied by the developed or modified application.
Implementation Phase
The application are installed and made operational in a production environment (in
my case, installed in user-interface device such as CD). The phase is initiated after
the application has been tested and accepted by the user. This phase continues until
the system is operating in production in accordance with the defined user
requirements.
Operations and Maintenance Phase
The application is monitored for continued performance in accordance with user
requirements, and needed learning module modifications are incorporated. The
operational application is periodically assessed through In-Process Reviews to
determine how the learning module can be made more efficient and effective.
Operations continue as long as the application can be effectively adapted to respond
to the customers needs. When modifications or changes are identified as necessary,
the interactive learning module may re-enter the planning phase.
24
It is widely assumed that interactivity can make advertising more effective (e.g.,
Johnson, 2000). However, little is known about why this should be the case, and thus
how the characteristics of a medium or an ad within a medium should be designed to
make advertising more effective.
One thing interactivity is thought to increase is the sense of 'presence,' and presence is
thought to lead to a variety of effects which include enjoyment and persuasion,
primary goals of advertising. Therefore presence, and research and theory concerning
presence, may serve as a useful guide to understanding and marshaling the use of
interactivity in advertising to maximum effect.
Presence (a shortened version of the term "telepresence") is a psychological state or
subjective perception in which even though part or all of an individual's current
experience is generated by and/or filtered through human-made technology, part or all
of the individual's perception fails to accurately acknowledge the role of the
technology in the experience. Except in the most extreme cases, the individual can
indicate correctly that s/he is using the technology, but at some level and to some
degree, her/his perceptions overlook that knowledge and objects, events, entities, and
environments are perceived as if the technology was not involved in the experience.
Experience is defined as a person's observation of and/or interaction with objects,
entities, and/or events in her/his environment; perception, the result of perceiving, is
defined as a meaningful interpretation of experience.
The explication goes on to identify several potential types or dimensions of presence,
using the labels associated with them by different authors.
"Spatial presence" (or "physical presence," "a sense of physical space," "perceptual
immersion," "transportation," or "a sense of being there") occurs when part or all of a
person's perception fails to accurately acknowledge the role of technology that makes
it appear that s/he is in a physical location and environment different from her/his
actual location and environment in the physical world. For example, a variety of
stimuli provided by a virtual reality system can cause the user to perceive that s/he is
moving through and interacting with the environment created by the technology
rather than the user's actual physical environment; the user may comment, "It seemed
as if I was someplace else!"
25
"Perceptual realism" (or "sensory presence," "naturalness," "ecological validity", or
"tactile engagement") occurs when part or all of a person's perception fails to
accurately acknowledge the role of technology that makes it appear that s/he is in a
physical location and environment in which the sensory characteristics correspond to
those of the physical world, i.e., s/he perceives that the objects, events, and/or people
s/he encounters look, sound, smell, feel, etc. as they do or would in the physical
world. Note that although technology-generated environments that look, sound, etc.
the same as environments in the physical world are more likely to evoke this, and
perhaps other, type(s) of presence, it is theperception that the sensory characteristics
of the technology-generated environment and those of the physical world correspond
that defines this type of presence rather than the actual correspondence of the
characteristics. For example, because it provides large, high resolution, three-
dimensional images and high fidelity, dimensional sound, a 3D IMAX film
presentation can cause the viewer to perceive that s/he is in an environment that looks
and sounds as the viewer believes it does or would in the physical world; the user
may comment, "It seemed so real!"
"Social realism" occurs when part or all of a person's perception fails to accurately
acknowledge the role of technology that makes it appear that s/he is in a physical
location and environment in which the social characteristics correspond to those of
the physical world, i.e., s/he perceives that the objects, events, and/or people s/he
encounters do or could exist in the physical world. Again, although technology-
generated environments in which objects, people, and events act as they do in the
physical world are more likely to evoke this, and perhaps other, type(s) of presence, it
is the perception that the social characteristics of the technology-generated
environment and those of the physical world correspond that defines this type of
presence rather than the actual correspondence of the characteristics. For example,
aA well written, well acted, filmed version of events that have occurred in the
physical world can lead the film viewer to perceive that s/he is in an environment in
which objects, events, and people act and/or respond in the way(s) the viewer
believes they did or would in the physical world; the user may comment, "It seemed
so realistic!"
26
"Engagement," (or "involvement," or "psychological immersion") occurs when partor all ofa person's perception is directed toward objects, events, and/or people created
by the technology, and away from objects, events, and/or people in the physicalworld. Note that the person's perception is not directed toward the technology itself
but the objects, events and/or people the technology creates. For example, a virtualreality system, 3D IMAX film, or a well written and acted film can cause the user or
viewer to devote all of her/his mental effort to processing the stimuli created by the
technology and ignore stimuli (e.g., other people, equipment, furniture, etc.) in her/his
actual physical environment; the user may comment, "It was so involving!"
"Social presence" (distinct from social realism) occurs when part or all ofa person's
perception fails to accurately acknowledge the role oftechnology that makes it appear
that s/he is communicating with one or more other people or entities. There are three
distinct forms of social presence.
"Social actor within the medium" and "parasocial interaction" occur when part or all
of a person's perception fails to accurately acknowledge the role of technology in
her/his perception that s/he is engaged in two-way communication with another
person or people, or with an artificial entity (e.g., a computer "agent"), when thecommunication is in fact one-way, from the technology to the person without
feedback from the person to the other entity(ies). For example, those who create and
appear in television programs use a variety of techniques (e.g., direct address and
sincerity) that can lead the viewer to feel that s/he is interacting with and/or in a
"relationship" with the personalities and characters s/he encounters and the same
techniques can be used by a computer "character"; the user may comment, "It seemed
like we were interacting!"
"Shared space (transportation)" occurs when part or all of a person's perception fails
to accurately acknowledge the role oftechnology in her/his perception that the person
or people with whom s/he is engaged in two-way communication is/are in the same
physical location and environment when in fact they are in a different physical
location. For example, advanced video-conferencing systems can create for a user the
illusion that s/he is in a face-to-face meeting in which all the participants are in the
same room; the user may comment, "It felt like wewere all together there!"
27
"Medium as social actor" occurs when part or all of a person's perception fails to
accurately acknowledge the role of technology in her/his perception that s/he is
engaged in communication with another entity when in fact the other entity is merely
a technology or medium (e.g., computer, television, etc.). For example, the ability of
a computer to interact with a user in real-time, use human (rather than machine or
technical) language, and fill a social role (e.g., bank teller or teacher) can lead even an
experienced user to follow social norms (e.g., regarding gender stereotypes and third-
party evaluations) that are usually reserved for human-human interaction; the user
might not be aware of this phenomenon, but ifs/he is, s/he may comment, "It seemed
like a person!"
Presence scholars are working to determine which of these dimensions of presence
are valid and distinct, and to develop instruments, including paper-and-pencil
questionnaires, to measure them (see Lombard, 2001b for a discussion).
Among the many likely effects ofpresence are increases ordecreases inphysiological
arousal, feelings of self-motion (vection), and motion sickness; enjoyment, empathy,
connectedness (involvement, mutuality, engagement) with other people, and
parasocial relationships; learning, improved task performance, and skill training; a
number of different emotional responses; persuasion; and some potentially negative
effects including psychological desensitization and distorted memory and social
judgments.
Several characteristics of a medium's form and content (as well as characteristics of
the media user such as age, gender, prior experience with a medium, and willingness
to suspend disbelief) are said to increase users' sense of presence:
Medium form variables
• Interactivity
• Use of voice
• Number and consistency of sensory outputs
• Visual display characteristics
• Image quality or resolution
• Image size
28
Proportion ofvisual field (combination of image size andviewing distance)
Use ofmotion and color
Dimensionality (e.g., 3Dtechnologies such as IMAX, 3Dborders on web
graphics)
Use of subjective camera techniques (e.g., direct address, point-of-view
movement)
Aural quality or fidelity
Aural dimensionality (e.g., surround-sound)
Volume level
Output for othersenses (e.g., smell, touch, movement)
Obtrusiveness of medium
Use of live (versus recorded or constructed) material
Number of people/users
Content variables
• Social realism
• Use of media conventions
• Nature of task or activity
While presence is often discussed in the context of advanced (or even experimental)
media such as 3D IMAX films and virtual reality, it has also been shown to occur
with traditional media available to advertisers today, such as standard broadcast
television and personal computers. Some of the critical cues that apparently lead to
presence responses are available in these media, or could, with relative ease, be made
available. A primary example is the World Wide Web: it provides interactivity cues,
albeit at a primitive level, with text messages that thank the user for "visiting" a site,
menus and indexes that allow the user to choose where to "click" and thus which
links to follow and to controlthe pace of the experience. The use of direct address, by
celebrities or animated characters (e.g., Jeeves on the Ask Jeeves web site
(http://www.ask.com ) and the virtual newscaster, carefully chosen language and
other social cues (e.g., made available via voice and video), can help make consumers
feel that an advertising appeal is personalized by giving them a connection with the
product, company,company representatives, etc.
29
The question of course is how to go about creating advertising for traditional, new,
and emerging media to take advantage of their potential to evoke presence, and thus
engagement, enjoyment, and persuasion.
In Table 3.2, and in the discussion below, we describe how those who design
advertising experiences for consumers might take advantage of the known and
hypothesized connections between interactivity and presence, and between presence
and persuasion. Note that there is considerable overlap in the characteristics of
interactive advertising that are likely to evoke the different types of presence; the
presentation that follows highlights those characteristics that serve to differentiate the
types of presence.
Table 3.2: Presence and Interactive Advertising
Dimensions of
Presence
Spatial Presence
"It seemed as if I
was someplaceelse!"
Exampleof interactiveContent/Formaladvertising Features
Ad visuallyrepresents anenvironment (e.g.,store, office, citystreet) forshopping/seekinginformation about
product
Point-of-view
movement
Language oftransportation (e.g.,"thanks for coming")
Text and audio onlyas it relates to the
environment.
Minimal use of
editing/change ofscene (not initiatedby user)
30
Interactivity
Number/Type of userInputs:
Body movement
Visual orientation
Number/type ofcharacteristics
modified by user:
Pace of movement
determined by user
Range in eachcharacteristic
Wide view
Choices of
movements/
destinations
Speed
Minimize lag
Matching userinput/medium
response
Joystick to move
Mouse movement
Perceptual Realism
"It seemed so real!'
Visuals of productsthat sound, feel,and/or look "real."
Photorealistic
images.
Use of "real" lookingpeople (rather thananimated
representations).
Appropriate ambientsounds.
Number/type ofuserinputs:
Haptic
Smell
Audio
Number/type ofcharacteristics
modified by user:
Social Realism
"It seemed so
realistic!" (howpeople and objects
Visuals of productsthat act/respond"realistically"/believably.
Image takes up entirescreen.
User can pickup/move/drop/useobjects
Range in eachcharacteristic:
Texture of objects
Variety ofsounds/voices
Speed:
Minimize lag (vital)
Speedy responses
Matching userinput/mediumresponse:
Forced feedback.
Appropriateaudio/written outputin response
Number/type of userinputs:
Characters, productsact as we'd expect.
No outrageous claim:Audio
31
lact)
Engagement
"It was so
involving!"
[Consistent rulesfollowed in the
environment
Appropriateresponses to input.
Varied responses.
Web site including avirtual ride or tour of
an environment for
the user.
Visually and/oraurally appealingbanner ad.
Point-of-view
movement
Vibrant colors
Welcomingcharacters
Stimulating music
32
Haptic
Number/type ofcharacteristics
modified by user:
Range in eachcharacteristic:
Type and volume ofambient sound
Extensive vocabularyof speech recognitionsystem
Speed:
[Minimize lag (vital)
Matching userinput/mediumresponse:
Appropriateresponses (vital)Number/type of userinputs:
Visual
Audio
Haptic
Smell
Number/type ofcharacteristics
modified by user:
Intensity of sound
Color and brightness
Range in eachcharacteristici
Large number ofobjects or people to
i
interact with.
Type and volume ofaudio
i
1 iVariety of colors
1
Speed:
1 Fast-paced virtualenvironment.
Social Presence
Parasocial
interaction:"It
seemed like we werti
interacting!"
Company mascot/representative toshare information.
Friendly/informallanguage
Sincerity
Simplicity
Direct address
Steady (non-shaky)video
Number/type of userinputs:
Visual
Audio
Body Movement
Gesture
Eye Gaze
Personal
identification
technology
Number/type ofcharacteristics
modified by user:
Character responds tcuser actions when
appropriate.
Talk to salespersonvia web camera.
i
Shared space:"It felt like we were
all together there!"
Medium as social
actor: "It (e.g., acomputer) seemedlike a person!"
Special cases: Aprogram that takesover the computer -and "interacts" with
user.
i
i Range in eachcharacteristic:
i
Extensive vocabularyof speech recognitionsystem
i Speed:
i
Minimize lag
Matching userinput/medium
33
response:
Use of social
feedback
Talk to and be talked
to; type and be typedto
Say anything
and get wide range olresponses
Designing Presence-evoking Interactive Advertisements
As indicated in Table 3.2, each type of presence suggests different (although in many
cases related) design considerations. In this section we describe examples of
(hypothetical) interactive advertising messages that might result from applying extant
knowledge regarding presence. In most cases, the messages (or less elaborate version
of them) could be created with software that is currently widely available and
affordable. The examples are not meant to be exhaustive but rather to illustrate the
general principles.
3.2 Tools Required
Below are the possible tools and software required for the project:
1. Macromedia Director
2. Flash
3. Ulead Cool 360
4. QuickTime
5. Macromedia ShockWave
6. 3D Studio Max
34
System requirements
The following hardware and software are the minimum required to author
Director movies:
For Microsoft Windows: An Intel Pentium II200 processor running Windows 98,
2000, or XP; 128 MB of available RAM plus 100 MB of available disk space; a
color monitor; and a CD-ROM drive
For the Macintosh: A Power Macintosh G3 running System 10.1 or later;
128 MB of available RAM plus 100 MB of available disk space; a color monitor;
and a CD-ROM drive
The following hardware and software are the minimum required to play back
Director movies:
For Microsoft Windows: An Intel Pentium II200 processor running Windows
95/98, 2000, XP, or NT version 4.0 or later; 32 MB of installed RAM; Netscape
Navigator 4.0 or later, Microsoft Internet Explorer 4.0 or later, or America
Online 4.0 or later web browser; and a color monitor
For the Macintosh OS X: A Power Macintosh G3 running System 10.1 or later;
128 MB of available RAM; Microsoft Internet Explorer 5.1 or later; and a color
monitor
For the Macintosh Classic operating system: A Power Macintosh 180 (G3
recommended) running System 8.6 or later; 32 MB of installed RAM; Netscape
4.0 or later, Microsoft Internet Explorer 4.5 or later, or America Online 4.0 or later
web browser; and a color monitor
Integration with other Macromedia MX products
Director MX is truly a part of the Macromedia MX family; this is evident in the
workspace, which matches those of other Macromedia MX products, as well as in
other aspects of the application's strong integration with Macromedia Flash MX,
35
ColdFusion MX, Flash Communications Server MX, and other Macromedia MX
products.
The Macromedia MXworkspace lets you organize and customize an environment
that's shared among Dreamweaver MX, Fireworks MX, and Macromedia Flash MX.
The familiar and flexible working environment helps you maximize productivity.
Dockable panels can be grouped and collapsed or expanded as needed for a smooth
workflow.
Enhanced control of Macromedia Flash media through Lingo gives you
complete access to all properties and methods of Flash MX ActionScript objects.
Greatly reduce your development time by directly controlling all elements within
yourcontent that were authored in Flash MX.
Access to the Flash MX launch-and-edit feature lets you simply double-click a
SWF file to automatically launch Flash MX. Once you edit the file, it's automatically
saved and reimported into Director MX. This roundtrip editing significantly
streamlines your workflow.
Macromedia Flash Communication Server MX support allows you to use all the
functional capabilities provided by Flash Communication Server MX, including the
ability to access installed USB or FireWire cameras as well as installed microphones.
You can combine the power of the Flash Communication Server MX with Director
MX to create multiuser games, distance-learning applications, and real-time
collaboration forums. Previous users of the Shockwave Multiuser Server are
encouraged to use Flash Communication Server MX. However, the Shockwave
Multiuser Server is available on the Director installation CD.
Macromedia Flash MX importing lets you take advantage of the power of Flash
MX and its lightweight vector graphics by importing Flash files into Director MX
content. Director developers can use this powerful combination to create the most
effective multimedia content.
Macromedia Flash Remoting MX provides a secure, high-performance connection
between Macromedia ColdFusion MX and Shockwave Player. When used with
36
Director MX, Flash Remoting MX lets you easily pass data to ColdFusion MX and
back.
Macromedia Fireworks MX integration gives Director MX developers access to
the robust design and production environment ofFireworks MX, allowing developers
to create graphics for presentations or Shockwave content. In addition, the tight
integration between Fireworks MX and Director MX offers a roundtrip workflow
between these graphic and multimedia environments. Integration features include
launching and editing, Fireworks MX importing, launching and optimizing, and the
Fireworks MX Import Xtra.
Accessible content
Director MX allows you to create content that meets internationally recommended
guidelines and government accessibility requirements-including Section 508
guidelines. Director MX lets you add text-to-speech, captioning, and tab-navigation
features to web-based Shockwave content or stand-alone applications on both
Microsoft Windows and Apple Macintosh systems.
The cross-platform Speech Xtra makes Director MX applications "self-voicing"--
that is, text is converted to speech without a screen reader. The user's operating
system provides voices at the system level. You can create completely customizable,
accessible content that doesn't rely on screen readers. Any user with Shockwave
Player and an installed speech engine (which ships with current operating systems)
can then use your accessible content.
Drag-and-drop accessibility behaviors in Director MX let you easily control
speech and tab ordering, as well as synchronize text with spoken words, in order to
repurpose existing Director applications to adhere to accessibility guidelines.
Enhanced power of Director
Director MX introduces many new features that improve on the renowned power of
Director to create rich media multimedia content that can be deployed on CDs,
DVDs, or corporate intranets-or to more than 300 million web users with
Shockwave Player.
37
Advanced debugging capabilities enhance the power of Lingo, the object-oriented
Director programming language. Director MX offers a streamlined professional
debugging layout, witheverything youneedin one convenient place.
The unified Script and Debugger windows let you debug, browse, and edit scripts
all in the same window. The Script window switches to debugging mode when a
Lingo error or a breakpoint is encountered. You can edit scripts while in debugging
mode.
New Script window buttons save you development time when you're working in
Lingo. Among the buttons are a button that lets you inspect and debug code faster
and realize better input responses when editing large files, a button that pinpoints
debugging issues more quickly when working with others, and a button that
organizes 3DLingo commands separately from other Lingo commands for faster 3D
debugging.
The Scripting Xtras window helps you organize your third-party scripting Xtra
extensions more efficiently. The window detects all installed scripting Xtra
extensions, gets their methods and properties, and organizes them in a convenient
pop-up menu.
An Object inspector with data browser functionality lets you inspect all
properties of script instances, and examine the hierarchy of elements inside 3D cast
members and Flash MX sprites. The ability to quickly examine and modify all your
movie components reduces both debugging and development time.
Color-coding of recently changed variables makes tracking changes quick and
easy with immediate visual feedback. As you step through your code, the Debugger
window displays thevariables whose values have changed inred.
The split-paned Message window shows you the results of your code changes
immediately. Now movies can execute and display information in the Output pane
while you enter and executeLingocommands in the Input pane.
QuickTime 6 support allows you to take advantage of QuickTime 6 features,
including support forstreaming MPEG4 video and MP3 audio.
38
CHAPTER 4
RESULTS AND DISCUSSION
This section explains the result and discussion ofthe findings oroutcome oftheproject.
4.1 Findings
CustomerBrowse the location
of the advertised
properties
Update theAdvertisement
Information
o
ADeveloper
Figure 4.1: Use Case Diagram ofDream Home Multimedia Advertising
Assumption and Explanation of Diagram:
• The customer will use the Dream Home Multimedia Advertising application to
browse the advertised house.
• The system will be updated by the developer's personnel to advertise their
current properties
• The customer will also use the system to identify the selling properties with
respect to their desired location.
39
Fundamental to any discussion of interactive advertising is the question of just how
different it is from traditionaladvertising. Althoughthe Internet, and other interactive
media like interactive television, have been touted as more powerful, responsive, and
customizable than traditional media, the empirical evidence suggests that consumers
respond to much of the advertising on the Internet in the same ways they respond to
advertising in more traditional media, at least with respect to traditional measures of
advertising effectiveness.
Traditional measures of advertising effectiveness, such as recall, attitude change, and
brand choice are only a part of the story of effectiveness of interactive advertising,
however. Such measures are useful, but they are in the tradition of advertising
research that focused on the advertising's influence on the consumer; these measures
offer limited insight into what the consumer does to and with advertising. Research
that begins with the perspective that advertising does something to consumers treats
advertising as an independent variable and advertising response as the dependent
variable.
The typical research paradigm involves a forced exposure to some advertising
message followed by some measure of consumer response. If one accepts the
proposition that people do things to and with advertising, the identity of independent
and dependent variables is less obvious. Indeed, any response to advertising,
including that of simply attending, may be contingent on a host of other factors.
When people select that to which they attend, the act of attending becomes a
powerful determinant of advertising response. The traditional paradigm for
examining the effects and effectiveness of advertising has served the profession well,
but it is incomplete in an increasingly interactive context. This suggeststhat there is a
need for a new paradigm for the measurement of advertising effects.
This new paradigm must explicitly recognize the active role of consumers; message
recipients must also be potential message seekers. At the same time, any new
paradigm must be compatible with the accumulated body of research and theory that
has dominated the advertising discipline for more than fifty years. The focus of this
new paradigm must also be interaction with information not merely response to
information.
40
During the project, the author has conduct research regarding the user-friendliness of
the application with respect to the Human-Computer Interaction studies. These are
the findings from the questionnaires given to 50 peoples, which is 15 student from
University Technology PETRONAS, 20 buyers that interested to buy the house, and
15 developer's personnel. (Refer to Appendix 2 for theQuestionnaires).
Table 4.1: User friendliness
User Friendliness Of The Application
excellent just nice
Score
difficult
H.UTP Student
• Buyers
• Developers
Table 4.2: BrowserCategories Helpfulness in FindingDream House
Browser Helpfulness
x
Score
41
• UTP Student
• Buyers
D Developers
Table 4.3: Button Function Understandable Measure
Understanding On Function Of EachButton
12
108
64
20 r
Score
oc
>.
CD
E
<D
HUTP Student
• Buyers
D Developers
Table 4.4: Clearance of the Word and Sentenced Used
Clearliness Of The Word Or Se
Used
ntence
12
i ._ .
CD O0) £
c
10 H
§ 8 •2 6 -. J-i •
' iil,» -sO) "O
X ffl
T3C3
¥BUTP Student
• Buyers
• Developers
MI
c
«
Score
42
Table 4.5: Colour Used
Colour Used In Application
10 -
co
E0)Q.
8 -
6-
4 -
2 -
0 -rJJi+- Tj CDS ° o
"5 ^ Zo «X 30 —.
4
•A
CD
O (0c .*;
3CO
o
3
@UTP Student
• Buyers
• Developers
Score
Table 4.6: Music Used
Music Used In Application
Score
_CD•K -°O CO
CO
43
gUTP Student
• Buyers
• Developers
Table 4.7: Information Transparency
Information On Advertised House
Score
CD
E Z
"XCD
BUTP Student
• Buyers
q Developers
Table 4.8: Impact on Decision-Making Process
Helpfulness On Decision-Making
10-
Score
CD
E O£ =X(D
H UTP Student
• Buyers
• Developers
Further, there must be recognition that media are not inherently interactive. Media
may off the potential for interaction, but it is ultimately the consumer who
determines whether interaction actually occurs, and thus, whether advertising is or is
not interactive. Interactive advertising is characterized by whatconsumers do, not by
what marketers do or by characteristics of media. This means that research on
interactive advertising must focus more on the person receiving the advertising than
on the advertising or the medium. Research in information systems, which has long
44
focused on the interaction of people and information, provides a potential framework
for reconceptualizing the measurement of advertising effects ina way that recognizes
the active role of the consumer in determining whether interaction occurs.
From the prototype that being located in several developer's office and from
customers most of the customers satisfied with the application. The application
helped them in such a way that:
• The system can be browse in 3 ways of categories, which are the major element
that attract the buyers to use it. They can browse by the location of the selling
properties, theprice range, or thetype of the desired house.
• The system is really easy to be use, this is resulting from the Human-Computer
Interaction research that being studied during the development of the application.
It most of the user-friendliness aspects, considering the target users or potential
buyers.
• Due to the minimum of costs, all the properties developer is currently using the
application butonly the part oftheir respective advertised selling site.
Interactivity is a complex and multidimensional concept and there is little agreement
on a specific set of conceptual and operational definitions related to it (much of the
discussion and debate is recent, prompted by the development of advanced interactive
technologies such as virtual reality). We define interactivity as a characteristic of a
medium in which the user can influence the form and/or content of the mediated
presentation or experience. It is not dichotomous (a medium is not just interactive or
not) but canvary in degree (from not interactive to highly interactive) as well as type
(different aspects of the form and/or content that can be influenced by the user).
The degree to which a medium, or a mediated experience, can be said to be, and will
likely be perceived as, interactive depends on(at least) five subsidiary variables.
The first variable is the number of inputs from the user that the medium accepts and
to which it responds. Biocca and Delaney (1995) discuss a variety of user inputs,
including voice/audio input (e.g., speech recognition systems that allow a computer to
accept and respond to voice commands), haptic input (e.g., television knobs and
45
buttons and computer mice, joysticks, wands, etc. that record user commands via
object manipulation), body movement and orientation (kinetic) input (e.g., data
gloves, body suits, and exoskeletons that translate body movements into electronic
signals a computer can use to "fit" the user in a virtual environment), facial
expressions and eye movements, and even psychophysiological input (e.g., heart rate,
blood pressure, muscle tension, skin resistance, and brain waves could be input to a
computer for mood management or enhanced mediated interpersonal
communication). The extent to which each of these media input channels contributes
to interactivity has not been demonstrated.
The number and type of characteristics of the mediated presentation or experience
that can be modified by the user also help determine the degree to which a medium
canbe called interactive. Steuer (1995) identifies the dimensions of temporal ordering
(order of events within a presentation), spatial organization (placement of objects),
intensity (of volume, brightness, color, etc.), and frequency characteristics (timbre,
color). Others might include size, duration, and pace. Heeter (1992) suggests that a
highly responsive virtual environment is one in which many user actions provoke
even unnatural responses (e.g., entering a room produces verbal or musical greetings
or rain). While it remains unclear which modifiable characteristics are most
important, a greater number of the characteristics should generate perceptions of
greater interactivity.
A third variable is the range or amount of change possible in each characteristic of the
mediated presentation or experience. Interactivity is enhanced by expanding the
degree to which users can control each attribute of the mediated experience. For
example, in a highly interactive virtual environment the user can look out in any
direction; move over large distances in each one; proceed at any pace and in any
sequence desired; pick up, feel, and move many different objects each with different
textures; and change the type and volume level of ambient sounds. In a different
context, the larger the vocabulary of a computer speech recognition system (i.e., the
more words it recognizes and to which it responds appropriately) the more interactive
is the computer use experience.
A fourth variable is the speed with which the medium responds to user inputs. The
ideal interactive medium responds in "real time" to user input; the response or lag
46
time is not noticeable. Although it accepts and responds to only audio input and uses
only a limited frequency range, the telephone is highly interactive in terms of this
criterion because interactions via telephone seem to occur in real time (except with
calls over exceptionally long distances). With bandwidth limitations and explosive
growth in the number of users, the issue of response time is an important
consideration on the World Wide Web (often derisively called the World Wide Wait).
The computational difficulty of processing inputs related to the user's position can
cause even an advanced virtual reality system to present images and sounds that lag
quite noticeably behind user movements and the problem is recognized as animportant one: Heeter (1992) notes that "based on their own experiences and
observations of others," when forced to choose between "responsiveness to motion
and resolution of images, [virtual reality] developers are choosing responsiveness as
the more important factor".
A final variable that may be important for interactivity (and certainly is for presence -
see below) is the degree of correspondence between the type of user input and the
type of medium response. Steuer (1995) suggests that the "mapping" between these
two can vary from being arbitrary (e.g., pressing a sequence ofkeys on a keyboard to
adjust a visual display) to natural (e.g., turning one's head in a virtual reality system
to see the corresponding part of the environment). Using "our familiar sensorimotor
skills to manipulate virtual objects directly by means of whole-hand input devices"
may lead to perceptions of greater interactivity, and "naturalness," than "writing
programs, twisting knobs, orpushing a mouse to accomplish the same task".
Issues on the ethical implementation of an "intelligent" advertising:
• Storage of Information: The privacy of the information stored must be
maintained as it might be embarrassing or may lead to disastrous effects. The
data might also belong to somebody else who does not wish it to be publicized.
• Sharing of information: Information itself has value and can be sold if it is not
shared to those who are directly involved in the maintenance of the system.
• Use of information: The information must be used only for the purpose
mentioned and not for something else.
47
• Human Judgment: Human judgment must be used properly in overall decision
process as it involves the competition in business. It is important to allow house
developers to review the system recommendations that are not totally structured,
in other word, to have decision support system rather than a decision making
system.
• Error Detection and Corrections: Information System should always incorporate
procedure to prevent errors, for verifying the information in them, and for
correcting errors that are detected.
4.2 Discussion
In general, the goals of interactive advertising tend to be similar to the traditional
objectives of advertising. This means that many of the traditional measures of
advertising effectiveness remain relevant, even in a world of interactive media.
However, interactive advertising also has some properties that expand the range of
potential objectives and that facilitate the acquisition of traditional measures of
advertising effectiveness. Interactive advertising also has the potential to lessen the
'process loss' associated with uncoordinated advertising, to reduce the difficulties
commonly encountered inclearly communicating anadvertising message and to help
overcome resistance to new products.
Human-Computer Interface Design seeks to discover the most efficient way to
design understandable electronic messages in this project. The browser in the
application is a result ofinterface design - the buttons and menus have been designed
to make it easy for buyers to help them in browsing the Dream Home Multimedia
Advertising. The author has followed the Shneiderman's Principles in designing the
User Interface of the application.
Shneiderman's Principles of Human-Computer Interface Design:
Recognize Diversity - In order to recognize diversity, the author has take into
account the type of user frequenting the application, ranging from novice user,
knowledgeable but intermittent user and expert frequent user. Each type of user
expects the screen layout to accommodate their desires, novices needing extensive
help, experts wanting to get where they want to go as quickly as possible.
48
Accommodating both styles on the same page can be quite challenging. The author
addresses the differences in users by including both menu or providing an option for
both full descriptive menus and single letter commands.
The Use of "Eight Golden Rules of Interface Design":
1. Strive for consistency
• consistent sequences of actions should be required in similar situations
• identical terminology should be used in prompts, menus, and help screens
• consistent color, layout, capitalization, fonts, and so on should be employed
throughout.
2. Enable frequent users to use shortcuts
• to increase the pace of interaction use abbreviations, special keys, and macros
but in this application, the author provide with simple button to browsing the
application.
3. Offer informative feedback
• for every user action, the system should respond in some way - for example, a
button will make a clicking sound or change color when clicked to show the
user something has happened
4. Design dialogs to yield closure
• Sequences of actions should be organized into groups with a beginning,
middle, and end. The informative feedback at the completion of a group of
actions shows the user their activity has completed successfully
5. Offer error prevention and simple error handling
• design the interface so that users cannot make a serious error, but this is not
really applied in this application since users do not have to fill in any form.
6. Permit easy reversal of actions
7. Support internal locus of control
49
• Experienced users want to be in charge. Surprising system actions, inability
or difficulty in obtaining necessary information, and inability to produce the
action desired all build anxiety and dissatisfaction
8. Reduce short-term memory load
• A famous study suggests that humans can store only 7 (plus or minus 2)
pieces of information in their short-term memory. During the development,
the author reduce short term memory load by designing screens where
options are clearly visible, orusing pull-down menus and icons
Prevent Errors - The third principle is to prevent errors whenever possible. Steps
can be taken to design so that errors are less likely to occur, using methods such as
organizing screens and menus functionally, designing screens to be distinctive and
making it difficult for users to commit irreversible actions. Expect users to make
errors, try to anticipate where they will go wrong and design with those actions in
mind.
Since the application will help buyers in their decision making process, the design of
the Dream Home Multimedia Advertising should:
Use both knowledge in the world and knowledge in the head. Knowledge in the
world is overt - buyers don't have to overload their short-term memory by having to
remember too many things (icons, buttons and menus provide them with knowledge
in the world). On the other hand, while knowledge in the head may be harder to
retrieve and involves learning, it is more efficient for tasks that are used over and
over again (providing a command key sequence like Esc for Exit the application isan
example of this).
Make things visible, including the conceptual model of the system, the alternative
actions and the results of actions. The application provides an overview map of the
purpose of the advertising so that user can design their own mental map of how
things work.
50
Make it easy to evaluate the current state of the system. This can be shown in the
application when it will provide feedback in the form of messages or flashing
buttons.
Follow natural mappings between intentions and the required actions, between
actions and the resulting effect; and between the information that is visible and the
interpretation of the system state. For example, it should be obvious what the
function of a button or menu is - use conventions already established for the
application, and the author avoids designing something that changes what people are
familiar with.
At the same time, interactive advertising also has the potential to increase the
efficiency and quality of consumers' decisions, increase customers' involvement and
satisfaction, and promote trust through reciprocity in information exchange, technical
assistance, and reduction of information asymmetry. Finally, marketers can use
feedback from consumers to improve their advertising message and intended target,
and strategically adjust their customer support, product line, and services provided.
Interactive advertising may also produce greater efficiency, trustworthiness, and
quality in advertising. Thus, interactive advertising has the potential to fundamentally
change the nature of advertising in much the same way that electronic communication
infrastructure has changed the nature of group interaction.
Interactive media of various types not only opens new opportunities for
communication with and among consumers, it also creates opportunities for creating
new measures of consumer response to such communications, as well as to product
offerings and other marketing initiatives. Interactive media shift control of the
information flow from the marketer to the consumer. This provides many more
options for responding to information than previous forms of marketing
communication, and it is the response of consumers to these options that provides the
basis for new measures of consumer response. For example, providing consumers
with the opportunity to search for more information about a product, as is done at
many Internet sites, provides an opportunity to monitor the types of information and
products that consumers seek at both an individual and aggregate level.
51
To illustrate the power of interactivity, consider the following scenario: a
manufacturer of a product offers a description of a product concept. Information
about this concept can be obtained by consumers in an interactive environment
through an interactive search of various branching trees of information offering more
and more detailed information about the product concept. Note that the intensity of
search for information (measured by click through rate) can become a surrogate for
interest in the product. Indeed, because such search involves deliberate and active
decisions by the consumer, it is likely that measures of the breadth and depth of
information search will be far better predictors of product interest and eventual
purchase behavior than measures currently in use.
It is very likely that measures of intensity of information search bears a strong
relationship to product interest and, in turn, to product purchase. Further, interactive
media provide the opportunity for direct customer feedback regarding product
modifications, likes and dislikes, and improvements. Evaluation of product concepts
is but one potential opportunity for using the power of interactive media. By tracking
the types of information users of interactive media seek it should be possible to
determine the information that consumers find most useful when evaluating a
product. Indeed, examination ofthe information search patterns ofusers ofinteractive
media may inform positioning decisions. Information provided by the consumer to
the marketer can provide a means for customized offers and customized advertising.
Indeed, fully interactive advertising would provide the consumer with the opportunity
to request information, not simply respond to what is provided bythe advertiser.
While the potential of interactive media is clear, much remains to be done to realize
thatpotential. Forexample, numerous measures of intensity of search for information
(click-through rates) might be constructed which vary in their capacity to capture the
depth and breadth of search. There is also the important issue of establishing a link
between such measures and more traditional measures of purchase interest and intent.
In addition, new issues arise in the contextof interactive advertisingthat do not arise,
at least to the same extent, in the context of traditional advertising.
Finally, there are issues of satiation of response that arise in the context of measures
based on interactive media that do not arise with more traditional measures.
52
Consumers have only limited time and resources, and therefore, are unlikely to be
able to sustain large numbers of on-going interactive relationships.
One of the more explosive growth areas of the World Wide Web is the opportunity it
affords for advertising, and with courses ranging from "Rhetoric of the Road" at the
University of Texas-Austin to "Slacker Selling" at the State University ofNew York-
Cobleskill, today's customers are in the driver's seat. Multimedia-based advertising
can run the gamut from text-based, interactive images, correspondence-type media to
full-blown interactive multimedia presentations. The vast majority of advertising
more closely resembles the text-based model, but we are beginning to see video,
audio and even some interactivity in many offerings. Of particular interest are the
newer interactive multimedia technologies found on the Web (Java, VRML,
Shockwave, etc.), their use in advertising delivery, the challenges these technologies
present to both developer and consumers, and how these challenges may be
overcome.
What's new and fascinating about applets like these is that they offer hard-to-do
simulations of physical events, are free to the user, can be demonstrated on a variety
of computer operating systems (Mac, Windows, etc.), are highly interactive, and can
be accessed at any time by anyone in the world with an Internet connection. The
good news for developers is that for the first time we have an innovative mix of
technologies that makes advertising delivery over the Web a very potent commercial
force.
A fascinating glimpse of the power of multimedia to positively impact advertising
can be seen in the world of commerce. Laws of human-needs that run counter to
customers' common sense notions of how the world works provide a stimulating
catalyst for further investigation. In "The Initial Knowledge State of Multimedia In
Advertising" demonstrated, for example, that freshman advertising personnel's'
intuitive notions of the behavior of a customers need and their decision making
factors, a major topic in advertising. Other research indicates that these
misconceptions may be overcome through the use of video and animation. The
research indicated that customers using these multimedia supplements to help their
decision making process did significantly better on their satisfaction than people who
did not use them.
53
CHAPTER 5
CONCLUSION AND RECOMMENDATION
This report has laid down the basic idea of the project, which may be used a
guideline for the project. Further improvements and additions will be made in
identifying the right tools, necessary methodology to be follow, and using the most
innovative interactive multimedia designing tools in order to make the project,
Dream Home Multimedia Advertising achieve Human-Computer Interaction
objectives.
The practical implementation of Dream Home Multimedia Advertising is considered
necessary in order to upgrade the technology capabilities our commercial properties
developer in order to increase customers' satisfaction and help them in decision
making during the buying process.
Concepts of Interactive Multimedia Advertising, descriptions of each process in
developing the application, instructional design, and research on Human-Computer
Interaction between the users and the applications combined to create the Dream
Home Multimedia Advertising that help the consumer to gather knowledge and
introduce them with the house by merging the expressed needs of the customers or
buyers with the possibilities ofmultimedia technology.
As communication technologies evolve, becoming more interactive, personal, and
sophisticated, advertising is being forced to evolve as well. Early research andtheory
regarding the concept of presence provide a valuable framework for developing
effective advertising techniques and messages in this new media world.
Mostof the presence-based guidelines for the design of new mediaadvertising set out
in Table 3.2, and in the examples that follow it, involve the use of sophisticated but
currently available web- and PC-based technology. It's important to note, however,
that even less sophisticated (and costly) techniques are likely to evoke presence and
its desired effects. While considerable additional research is needed, it is clear that
very basic cues (e.g., direct address "camera" techniques, presence-related language,
54
primitive forms of interactivity) are all that are necessary to evoke presence. On theother hand, it is important to consider the future: We foresee that this intersection of
interactive advertising and presence will become increasingly relevant as technology
(especially the foundation ofmuch ofit, bandwidth capacity) quickly evolves and theuse of realistic, dimensional imagery, artificial intelligence, and virtual reality
become more common. One day in the not-so-distant future, consumers may use a
dedicated room in their homes to interact, using all of their senses, with real people
and highly sophisticated (and seemingly nonmediated) technology-generated
characters and environments, something approaching the ultimate VR and artificial
intelligence systems portrayed in science fiction (e.g., Star Trekfs Holodeck and Data
character). In that world, advertisers will be able to offer consumers any experience
with their product and any interaction with their company's representatives (real or
technology-based) that they choose.
The potential of current and future technology to enhance consumers' media
experiences is exciting, for them and for advertisers who want to design effectivepersuasive messages. However, there are clearly ethical dilemmas. Presence-evoking
media advertising gives new meaning to "deceptive advertising." We hope to see
these technologies used to provide users with a more enjoyable media experience and
with more choices as consumers. We do not hope to encourage the use of presence-
evoking interactive advertising to merely create the illusion of choice - a very
undemocratic ideal.
Dream Home Multimedia Advertising was an exploration into the role of
multimedia, content, and the audience who participates in the buying process. By
exploring the social context of the multimedia interaction, this project blended
principles of Human-Computer Interaction with the traditions of interactive
multimedia. The results were an interactive advertising application, an animation
presentation, and a User Friendliness Study, all presented within the context of a
limited 3 months exploration of the Final Year Project.
55
Recommendation
In designing a better Dream Home Multimedia Advertising, there are some
recommendations that might give a better result in the end. First of all, the overview
and the planning of the research should be organized properly. The implementation
of chosen methodology, in this case SDLC, should properly plan before working on
it. For the development of the multimedia application, even the definitions of
interactive advertising and of presence are still being discussed and debated by
researchers and practitioners, and our understanding of phenomena related to each
and of the connections between them are at a very early stage. This presents a myriad
of opportunities and challenges for all of us. Through carefully designed and
coordinated programmatic studies, researchers can help us better understand what
interactivity is, which factors are most important in generating perceptions of
interactivity, what presence is, its antecedents and consequences, and how it can
provide the basis for effective advertising. Researchers also have an ethical
obligation to explore the potential negative effects of interactive advertising,
including distorted perceptions and memories about the "real" world; they can also
help develop and test the new "media literacy" materials that will be needed to
overcome such effects. Until our knowledge is more complete, advertisers and
technology developers will have to move ahead cautiously, trying new things and
testing for the desired effects. And consumers can and should play a role as well: we
need to let advertisers know what we like and don't like, what we want and don't
want. If this project is going to be continued by other student next year, it is
recommended that the student needs to planned the work in detail before attempted
to conduct any development. For this project, the respective properties developers or
site owner need to be contact first in order to obtain their permission to enter the site
location. A lot of software used in designing the interactive multimedia development
need to be studied to enhances the quality of the application. It is recommended to
introduce this application to the users, in this case, the target buyers, since during the
first stage of development, which is in defining user-problem phase, to maximise the
user-friendliness characteristics of the application.
56
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60
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APPENDIX 2: QUESTIONNAIRES
Age:
Location:
Profession:
Buying a house: Yes / No
1. From your opinion, is this multimedia application easy to be used?
12 3 4 5
difficult not really just nice user-friendly excellent
2. How do you find the browsercategories, is it help you to find your dream house?
12 3 4 5
extremely not notreally just nice helpful excellent
3. Do you know all the function of each button in this multimedia application?
12 3 4 5
extremelynot not really just nice understandable excellent
4. Can you read all the words orsentences clearly in this multimedia application?
12 3 4 5
difficult not really just nice understandable excellent
5. How do you find the colors being used in this multimedia application?
12 3 4 5
worst not suitable just nice good excellent
6. Do you think the music is suitable to be used for this advertising purpose?
12 3 4 5
worst not suitable just nice good • excellent
7. Do you satisfy with thehouse information shown in this multimedia application?
12 3 4 5
extremely not notreally just nice satisfy excellent
8. Generally, do you think this multimedia application helps you in your decision
making process?
12 3 4 5
extremely not notreally just nice helpful excellent
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